Speculation about a format shift reached a fever pitch yesterday when news broke that Internet domain names such as 969Bostons Beat.com, 969TheBeat.com, and Power969 had been gobbled up.

Talkers Magazine Publisher Michael Harrison said terms like “power” and “beat” point to “rhythmic contemporary hit radio,” meaning fresher sounds for younger and more diverse listeners.

“If in fact they have purchased those domain names ... you can be sure that’s what they’re thinking about,” Harrison said. “I don’t know of any news/talk station that calls itself ‘Power’ or ‘Beat.’ ”

Talk radio consultant Donna Halper said radio station owners in other cities are closely monitoring the talk show format, which has become “a toxic format in some cases” for its potential to drive away advertisers.

“You’ve got to be ahead of trends,” said Halper, a communications professor at Lesley University. “I am firmly convinced (Greater Media) will make things work for them and find a way to keep it around, but have a Plan B in the event they need to turn on a dime and have something that will attract a younger audience, because right now it’s not talk radio.”

Greater Media wouldn’t confirm that they had registered the new 96.9 domain names, but company officials didn’t rule out the possibility of a change.

“We deal in a business of attitudes and being responsive to the preferences of our audiences and the needs of our advertisers and communities,” spokeswoman Heidi Raphael said. “We are continually exploring our options, looking for ways to improve our product and brands.”

She added, “No decisions have been made on any changes to the format.”

WTKK, despite a politics-heavy lineup, had flat numbers at the height of the election — even a poorer showing than its rivals. WRKO-AM (680) was 18th in November among 25 to 54 year-old listeners — up from 19th in October. WBZ-AM (1030) moved up to 11th in November from 12th. WTKK came in 15th both months.

Braintree-based Greater Media currently owns four other Hub FM stations, including 105.7 WROR, Country 102.5 WKLB, WMJX 106.7 FM and WBOS 92.9. Before 1999, the 96.9 signal had been a “beautiful music” station, a smooth jazz station and a country station.